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9 Awards

Neutrogena changed the face of beauty—and faces of women—in 1991 by discovering a way to stabilize retinol, a pure form of vitamin A known as much for its volatility as its line-smoothing prowess. "They combined the molecule with UV filters and several antioxidants to protect it from sunlight and air, and to keep it active," says Hammer. Without such defenses, retinol will quickly degrade. Other cosmetic companies were also producing over-the-counter vitamin-A creams at the time—some even years before Neutrogena—but most relied on less effective forms of the ingredient because they didn't break down as quickly. Neutrogena packed its retinol and stabilizing agents into a hydrating base and introduced it as Healthy Skin in 1997. Clinical studies showed the formula was capable of visibly improving sun damage, skin clarity, and pore size after just one week. "And over time, retinol can decrease fine lines and wrinkles, even out skin tone, fight acne, and increase collagen production," says Jeannette Graf, assistant clinical professor of dermatology at Mount Sinai Medical Center in New York City.